Several major data breaches and leaks about online surveillance have raised the need for online privacy. On the other side, our usage of wearables, smartphones and Internet of Things leads to the generation of an increasing amount of sensitive data. And we are very much willing to provide these data, if we’re expecting certain benefits: personalized traffic information, temperature regulation based on my own preferences, fitness progress etc. We enjoy the convenience of products, which rely on data personalization. Additionally, most providers of digital products are not necessarily interested in making privacy settings transparent and accessible – as user data is their most precious asset. And they know – when faced with the choice between privacy and convenience users usually pick the latter. But do privacy and convenience really have to be contradicting concepts? Is it possible (and desirable) to ensure protection of privacy while providing great user experience?